Philly’s credits NCDC for help navigating expansion

Philly’s Cheesesteaks was open for less than a month when owner Shem Adams noticed it. “We’d be able to get six people inside and then it would be full,” Adams said. “I watched people look inside, and they’d just keep walking.”

Philly’s Cheesesteaks was open for less than a month when owner Shem Adams noticed it.

“We’d be able to get six people inside and then it would be full,” Adams said. “I watched people look inside, and they’d just keep walking.”

That’s about to change. By August, the popular Sherman Street eatery will feature a 50-person dining area, take-out window and larger outdoor seating as part of a $42,000 upgrade that will add 2,000 square feet to the restaurant.

It’s a project Adams said would not have been possible without assistance from Norwich Community Development Corp.

“Man, I’m pro-NCDC. It worked out tremendously well,” Adams said. “They helped speed the process along and stood up for us at meetings, and I think that weighed heavily.”

As Adams focused on business development, NCDC shepherded him through the city’s permitting process, ultimately helping him obtain a zoning variance that set the stage for the expansion — an initiative laid out in the organization’s newly adopted 2013-15 strategic plan.

The Zoning Board of Appeals approved the application on Feb. 12, authorizing Adams to go from 25 percent lot coverage to 50 percent and erect a connector from his 33 Sherman Street restaurant to the former Liquid Lounge bar at 35 Sherman St.

“We didn’t give him any money, but we were able to give him some technical expertise to help him grow,” said NCDC Vice President Jason Vincent.

NCDC’s plan prioritizes the retention and development of new businesses, among other things.

“We will create an environment where city departments and agencies are able to work together toward common goals,” the plan states.

Vincent said NCDC views itself as an “advocate” for local business.

“It definitely fits in with our strategic plan. We look at this as a customer service function,” Vincent said. “But it really requires a city staff being partners in this effort, and they are.”

Starting June 17, Adams will partner with the Connecticut Tigers to serve an abbreviated menu during all 38 home games at Dodd Stadium. He’s also continuing talks with a developer who wants to see Philly’s chains at Interstate 95 rest stops in Branford and Darien.

Sheldon Robbins, Adams’ landlord, said a bigger Philly’s should reinvigorate the area.

“I’m one of the biggest fans of Shem (Adams) you’re going to find,” Robbins said. “I hope his new presence is something that will revitalize the block. It’s something I can be much prouder of than Liquid Lounge.”

Mickey Flaucher, of Windham, stopped at Philly’s for lunch on Monday afternoon and chatted with Adams about his plans.

Page 2 of 2 - Despite its location away from downtown, Flaucher believes Philly’s is set up to thrive.

“It doesn’t matter where it is. If it’s a good enough product, people are going to get there,” Flaucher said.

Adams said he was surprised at how quickly his restaurant caught on among residents.

“For the first two weeks or so, it was slow, but that’s it. It just took off. We got a niche though, something a little different,” he said.